廣告是人們生活中不可避免的一件事。 這些圖像具有獨特且令人難忘的含義，不僅限於廣告製作者想要傳達的內容； 它們還可以接受觀眾的解讀，以幫助建立更深入、更豐富的聯繫，從而提供令人難忘的體驗，在設計的信息中建立回憶和公平性。 作為全球最大的食品和飲料公司，雀巢多年來贏得了無數獎項，不僅是因為其品牌形象，還因為其廣告。 雀巢以其開箱即用的廣告活動而聞名，並且一直位居榜首。 關於多式聯運的研究已經討論了許多方面； 然而，很少有研究來探究廣告中如何通過視覺和語言元素以及形狀說服力來描繪象徵過程。 採用定性分析的方法揭示40張雀巢食品飲料廣告海報中視覺和語言元素的說服訴求，利用亞里士多德的說服理論考察說服訴求，利用Kress和Van Leeuwen的視覺語法分析框架分析視覺元素和符號過程。 ，以及韓禮德提出的及物性系統來檢查動詞元素。 數據是通過有目的的抽樣收集的。 研究發現，海報中描繪的視覺元素由鉛、展示、徽章三個元素組成，其中以鉛為主。 雀巢在其言語元素中主要使用行為過程，而雀巢則嚴重依賴觀眾的情感，在其廣告海報上主要使用悲情訴求和象徵暗示。 這項研究預計將有助於語言發展，特別是在廣告的多模態方面。 此外，希望這項研究的結果能夠激勵讀者超越並更好地理解廣告背後的含義，並讓廣告製作者和觀眾了解理解視覺和語言元素的重要性，了解說服性訴求的技巧，並利用它們的用途。

Advertisement is one thing that inevitably surrounds people's lives. These images carry distinctive and memorable meanings, not limited to what the ad-maker would like to convey; they are also open to interpretation involving the audience to contribute to making deeper and richer connections to deliver a powerfully memorable experience, building recall and equity in designed messages. As the largest food and beverage company globally, Nestle has won countless awards throughout the years, not only for their brand image but also for their advertisements. Nestle is well known for its out-of-the-box advertising campaigns, and they have been staying at the top of that list. Many aspects have been discussed in connection to the study of multimodal; however, few studies have been carried out to inquire how the symbolic processes are depicted through visual and verbal elements and shape persuasion in advertisements. Qualitative analysis was employed to reveal the persuasive appeals through the visual and verbal elements in 40 Nestle food and beverages advertisement posters, using Aristotle’s persuasion theory to investigate the persuasive appeals, Kress and Van Leeuwen's visual grammar analysis framework to analyze the visual elements and symbolic process, and the Transitivity system as proposed by Halliday to examine the verbal elements. The data were collected using purposive sampling. The research found that the visual elements depicted in the posters consisted of three elements: Lead, Display, and Emblem, were dominated by Lead. Nestle mostly used behavioral processes in their verbal elements and Nestle relied heavily on the viewer's emotions by mainly using Pathos appeal and symbolic suggestive on their advertisement posters. This study is expected to contribute to language development, especially within multimodality in advertisements. Furthermore, it is hoped that the result of this study could motivate readers to look beyond and have a better understanding of the meaning behind the advertisements, and for the ad-makers and also the viewers to grasp the importance of understanding both visual and verbal elements, knowing the techniques of persuasive appeals, and utilizing their use.

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